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Art of London showcases art in every form, 24/7, through the legendary doors of institutions, theatres, and retail spaces, as well as flowing through the area’s streets and laneways, creating an exceptional ‘Gallery without Walls.’

Celebrating the transformative power of art and culture, it highlights London’s position at the epicentre of cultural expression, both historically and in the present, while looking towards the future.

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Running the official brand for Leicester Square and Piccadilly Circus, Discover LSQ promotes the destination and local business activity in harmony. As London’s home of film and entertainment, the destination is always on, open 24/7, and our brand reflects this.

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We operate the social media channels for London West End, a destination-focused channel that showcases the best things to eat, see and do in the area. From Trafalgar Square in the East to Piccadilly in the West, the channel provides the umbrella customer communication channel supporting the whole of London’s West End.

Business members and neighbours can get involved by sharing content for consideration to be included in our always-on social media content calendar.

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Our members-only exclusive privilege programme provides employees access to local discounts, special offers, exciting competitions and experiences.

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Art After Dark is part of our award-winning cultural initiative, Art of London, delivered in collaboration with Westminster City Council’s commitment to showcasing art in all its forms through a 3-night event programme.

Since its launch, the programme has featured illuminated art in Leicester Square, a serene night garden in Piccadilly Circus, a Marina Abramović on the Piccadilly Lights in partnership with the Royal Academy, and Chila Burman’s glowing installation inspired by London’s diverse history. This initiative continues to position the West End as a global hub for arts and culture.

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Scenes in the Square is an interactive sculpture trail that celebrates beloved film characters while highlighting Leicester Square’s rich cinematic history, its role in major film premieres, and its status as London’s home of film and entertainment.

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Festive lights

The West End is lit up with its famed festive lights in Piccadilly Circus, Jermyn Street, Leicester Square and St Martin’s Lane every year.

Partnering with The Crown Estate in recent years to orchestrate the switch-on, this annual event welcomes more visitors to come and experience all the West End has to offer over the festive period.

Launched in 2022, St Martin’s Lane saw its first-ever switch-on as part of a series of major public-realm art commissions delivered by Art of London. Most recently, the theatrical-inspired lights were switched on by the Choir of Man cast and Maddy Moate and saw member businesses offer on-street food and beverages alongside a choir performance for visitors to enjoy.

Ramadan Lights

In 2023, we collaborated with Ramadan Lights and The Aziz Foundation to bring the first Ramadan Lights to the West End to celebrate the holiest month of the Islamic calendar.

Also taking place in 2024 and most recently in February 2025, the lights which hang along Coventry Street between Piccadilly Circus and Leicester Square were switched on with the Mayor of London, Sir Sadiq Khan, in attendance alongside Westminster City Council.

Attend our bi-annual briefings to learn about recent campaigns, upcoming projects, and ways we can support your business,  as well as a chance to grow your network.